The Interaction Effect of Attitude Base and Multiple Attacks on the Effectiveness of Inoculation

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4 Scopus citations

Abstract

This investigation tested the interaction effects of attitude base and multiple attacks on the effectiveness of inoculation. A 4-phase experiment was conducted involving 290 participants. The results indicate that when rendered to a second attack, cognitive inoculation messages generated greater resistance to counterattitudinal attacks when presented to individuals whose attitude base was primarily cognitive, rather than affective. The reverse was also found to be true as affective inoculation messages generated greater resistance to counterattitudinal attacks when presented to individuals whose attitude base was primarily affective, rather than cognitive. Combined inoculation messages worked equally well as the attitude matching, and better than the attitude mismatching, messages.

Original languageEnglish
Pages (from-to)1-11
Number of pages11
JournalCommunication Research Reports
Volume29
Issue number1
DOIs
StatePublished - Jan 2012

Keywords

  • Attitude Base
  • Inoculation
  • Multiple Attacks
  • Resistance

ASJC Scopus subject areas

  • Communication

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